System and method for delivering content to users on a ntework

ABSTRACT

Targeted content may be provided to a designated set of one or more interconnected resources. Programmatic operations are executed using resources that are private to the one or more interconnected devices. The operations, when executed, cause or result in (i) monitoring activities of one or more users of the designated set; (ii) developing profile information of the one or more users, where the profile information is based at least partially on information determined from monitoring activities of the one or more users; (iii) generating, from the profile information, a set of coded data that represent selection criteria; and (iv) communicating the set of coded data to a programmatic source external to the system, where the represented selection criteria enables programmatic selection of content resources from a content library for the system.

RELATED APPLICATIONS

This application is a Continuation of U.S. application Ser. No.11/325,679, filed Jan. 3, 2006 which claims benefit of priority to U.S.Provisional Application No. 60/641,342, filed Jan. 3, 2005; theaforementioned applications being hereby incorporated by reference intheir entirety for all purposes.

TECHNICAL FIELD

The disclosed embodiments relate generally to the field of networkcommunications and connectivity. More specifically, the disclosedembodiments relate to a system and method for delivering content tousers on a network.

BACKGROUND

Delivering targeted content to computer systems and interconnecteddevices has many applications. Many content delivery applications havean interest in determining whether the user is likely to be interestedin the content before delivering the content to the user. To this end,an effort is made to learn information about the user. Traditionalapproaches have sought the placement of cookies and other datastructures in order to learn some information about the user. Moreunscrupulous approaches have involved the use of “spy-ware”, with theparticular goal of delivering very targeted advertisements to users.

Privacy concerns have always limited the ability of content providers inacquiring information about the user. In the realm of networkadvertisement delivery, privacy concerns limit the ability of websitesand services to target specific advertisements that are more likely toreceive a positive response from the user. While targeted advertisementare known to draw more favorable responses from users (and thus are morelucrative), the ability to target advertisements in relation to computerand network activity has been limited by what information advertisementproviders may lawfully or ethically obtain.

BRIEF DESCRIPTION OF THE DRAWINGS

FIG. 1 illustrates a series of data flow processes that combine toenable and provide targeted content delivery to a system or network ofinterconnected devices, according to an embodiment of the invention.

FIG. 2 illustrates a system for delivering targeted media to adesignated set of interconnected devices, under an embodiment of theinvention.

FIG. 3A and FIG. 3B illustrate basic methods for selecting and enablingselection of targeted content to a designated set of interconnecteddevices, under one or more embodiments of the invention.

FIG. 4A illustrates a more specific embodiment for using heuristics andprofile data to select content for a designated set of resources,according to an embodiment of the invention.

FIG. 4B illustrates a method performed to select content based on thecommunicated results of the determinations made on the designated systemor network, according to an embodiment of the invention.

FIG. 5 illustrates the components and functionality of the differentsystems that enable the use and selection of content resources based onuser profile information, without disclosure of the profile informationoutside of the user's system, according to an embodiment.

DETAILED DESCRIPTION

Embodiments of the invention enable specific and targeted contentdelivery to connected computer systems and defined networks (such ashome networks), for purpose of providing more appealing content to theviewing audience, but at the same time, maintaining privacy of any userin the audience. The targeted content may be commercial in nature, suchas in the form of advertisements and infomercials. However, targetedcontent may also be provided to such systems for other purposes, such asentertainment.

According to an embodiment, content is targeted to a user or a group ofusers (e.g. an audience) through the monitoring of the activities of theuser on a system or defined user-network (sometimes referred to as“designated system” or “designated network” or “targeted”system/network) that is to be delivered content. Additionally,information about the users may be obtained from stored information andfiles. This information may be used to enable selection of content, suchthat the selected content is targeted to the audience of the system ornetwork, but the information is not disclosed outside of the user'ssystem or network, at least not in any meaningful way. As such,information about the user remains private, while at the same timeenabling programmatic selections of advertisements and other contents tobe made for the designated system or network for purpose of targetingthe particular user based on his demographic and/or preferences.

In one embodiment, profile information is obtained about the users of asystem or network. Analysis for determining what content should bedelivered to the users is performed within the system or network that isto be targeted. One result that can be achieved is that while the act ofselecting content may be performed on a service that is remote to thetargeted system or network, the act of selection uses results of theprogrammatic analysis performed internal to the targeted system ornetwork.

According to an embodiment, targeted content is provided to a designatedset of one or more interconnected resources. Programmatic operations areexecuted using resources that are private to the one or moreinterconnected devices. The operations, when executed, cause or resultin (i) monitoring activities of one or more users of the designated set;(ii) developing profile information of the one or more users, where theprofile information is based at least partially on informationdetermined from monitoring activities of the one or more users; (iii)generating, from the profile information, a set of coded data thatrepresent selection criteria; and (iv) communicating the set of codeddata to a programmatic source external to the system, where therepresented selection criteria enables programmatic selection of contentresources from a content library for the system.

A designated set of one or more interconnected resources includes anycombination of computers, devices, applications, and network resources(e.g. online accounts hosted by third parties) that are designated tobelong or be for use by a user or group of users, and which are linkedto each other through data channels, networks and/or intermediatedevices or resources. A designated set of one or more interconnectedresources includes, for example, (i) a single desktop computer connectedto the Internet, (ii) a combination of two such connected computersconnected over the Internet, (iii) a desktop computer and a cellularphone or other device in communication over cellular networks and theInternet, (iv) a home network, or (v) a “personal network” such asdescribed in U.S. patent application Ser. No. 10/888,606, theaforementioned application being incorporated by reference in itsentirety and for all purposes.

In one embodiment, the set of parameters may be identified as theselection criteria through use of a parameter reference resource.Implementations of the parametric reference source include predefinedprofiles based on designated parametric values, or ranges thereof.

According to another embodiment, a system is provided having a profileengine and a content requestor. The profile engine is configured tobuild one or more profiles of one or more users of the designated set ofinterconnected resources. The content requestor component communicates aset of coded data to a programmatic source that is external to thedesignated set, where the set of coded data represents selectioncriteria determined from the one or more profiles. When the set of codeddata is decoded by the external programmatic source, the representedselection criteria enables programmatic selection of content resourcesfrom a content library. The selected content may be targeted for thedesignated system or network.

The term content may include images, text and/or media. Content itemsinclude files or data that carry or represent content. Content resourcesinclude content items, or data for locating or using content items anddata. Examples of content contemplated by one or more embodiments of theinvention include advertisements (text ads, banner ads, dynamic media),commercials, infomercials, and audio or video messages.

Methods described with this application, or portions thereof, may beperformed programmatically. As used herein, the term “programmatically”means through the use of programming, code or computer-implementedinstructions.

Additionally, one or more embodiments described herein may beimplemented using modules. A module may include a program, a subroutine,a portion of a program, a software component or a hardware componentcapable of performing a stated task or function. As used herein, amodule can exist on a hardware component such as a server independentlyof other modules, or a module can exist with other modules on the sameserver or client terminal, or within the same program.

Furthermore, one or more embodiments described herein may be implementedthrough the use of instructions that are executable by one or moreprocessors. These instructions may be carried on a computer-readablemedium. Machines shown in figures below provide examples of processingresources and computer-readable mediums on which instructions forimplementing embodiments of the invention can be carried and/orexecuted. In particular, the numerous machines shown with embodiments ofthe invention include processor(s) and various forms of memory forholing data and instructions. Examples of computer-readable mediumsinclude permanent memory storage devices, such as hard drives onpersonal computers or servers. Other examples of computer storagemediums include portable storage units, such as CD or DVD units, flashmemory (such as carried on many cell phones and personal digitalassistants (PDAs)), and magnetic memory. Computers, terminals, networkenabled devices (e.g. mobile devices such as cell phones) are allexamples of machines and devices that utilize processors, memory, andinstructions stored on computer-readable mediums. Furthermore, processesand methods (including recited steps or sub-steps) should be assumed tobe operated on computing devices through use of processors and memory.

Process Overview

FIG. 1 illustrates a series of data flow processes that combine toenable and provide targeted content delivery to a system or network ofinterconnected resources, under one or more embodiments of theinvention. In an embodiment, content is targeted because it is selectedfor user(s) of a system or network. For purpose of description, one useris assumed to be on a designated system or network that is to bedelivered targeted content. However, any given system or network mayhave more than one user, in which case multiple users of a system may betreated individually or as a composite.

As mentioned, targeted content is content that is deemed to be ofinterest to users of the system or designated network. In order toidentify what is likely to be of interest to users, information isneeded about the users. In general, more specific and volumousinformation yields better identification of what content is more likelyto be of interest to a particular user or set of users. In addition, thespecificity of content that is to be delivered, as well as the abilityof such content to be of interest to the user, may be directly tied tothe quality and amount of information known about the users of thesystem or network.

FIG. 1 illustrates an embodiment in which significant and specificprofile information may be obtained about a set of users on a system ornetwork for purpose of selecting content for that system or network,while at the same time maintaining the privacy of such users. Accordingto one or more embodiments, some or all of the significant steps neededto select relevant content is performed entirely within the system ornetwork that is to be targeted. As shown by FIG. 1, one embodimentprovides for a profile generation process 10 and a determinative datageneration process 20 to be performed internally on the system ordesignated network. The profile generation process 10 may receive,identify, or procure profile information of various kinds. Profileinformation may include any information about a user, includinginformation that identifies the user's preferences, information aboutdata and information stored on the user's computer(s), and informationabout the user's network and computing activities. Examples of profileinformation include information about web-browsing and usage activities,such as any of the following: bookmarks, recently visited web sites,search terms entered or used, advertisement media selected for viewing,services registered, and e-commerce activities (e.g. online purchases,auction bids). Some activities may be related to the media that the userconsumers, such as music/video purchased, play-lists (of music and/orvideo) created, and music/video streamed or shared with others. Stillfurther, profile information determined from observed activities mayextend to devices other than web-browsing computers, including digitalvideo recorders (e.g. programs recorded or watched, on-demand viewing)and game stations (e.g. what games played, what services andfunctionality used (e.g. player to player chatting) with the gameconsoles). Information may also be determined about devices or resourcesused by the user(s), such as make, type and model of computers, cellphones or televisions. Numerous other examples of profile informationexist, including demographic information (e.g. age, gender, profession),personal identifiable information (e.g. first name, email address),non-personal identifiable information (e.g. make of car driven, zipcode), and information provided by the user in response to surveys andquestionnaires. Still further or additionally, profile information maybe manually entered by the user and stored. For example, the user mayprovide non-specific or non-personal information, demographicinformation (e.g. race, sex, zip code) or voluntarily provideinformation, such as through a registration process. One embodimentcontemplates the user completing a form for receiving targetedinformation, while another also contemplates the user providinginformation to have his information retrieved from other serviceproviders and third-parties (e.g. cellular phone companies).

According to one embodiment, profile generation process 10 also receivesinstructions or a guide as to what information should be collected. Forexample, the profile engine 10 may receive instructions that update ormodify what activity of the user is monitored, and such information maybe altered or changed over different periods of time. As an illustrativeexample, the profile information may specify during the Christmasperiods what online shopping purchases the user is making, but switch tomonitoring what music the user is listening to or purchasing in summermonths.

Furthermore, profile information may be determined from a variety ofsources. FIG. 1 illustrates general sources that include programmaticmonitoring of user-activity 12, provided user-information 14, and/orinformation identified, determined or analyzed from different sources(“other sources 16”). More specific examples of the different sources ofprofile information include a program or process on the user'sdesignated system that scans or culls stored files and data forinformation deemed to be pertinent for creating a profile.Alternatively, some or all of the profile information may be gathered onan ongoing basis, through use of programmatic agents and monitors, orother devices. Still further, profile information may be identified froma data store, or determined through more complex analysis ofuser-behavior or input.

The profile generation process 10 uses the profile inputs to generateprofile information 22, corresponding to data identified about the userand his activities. The determinative data generation process 20 usesthe profile information 22 to make determinations that are carried inthe form of parameterized or coded data 32. The determinations made bythe profile information may have direct effect as to what content isselected for the designated system or network. However, since thecontent library from which content is eventually selected is not knownat the time the determinations are made, an embodiment provides that thedeterminative generation process 20 does not make the selections ofcontent resources. Rather, sufficient determinations are made within theboundary of the designated system or network so that coded data 32 canbe used to make selections outside of the designated system/network,without any meaningful information about the user or his profile beingidentifiable from the coded data 32.

Outside of the designated system/network, a content selection process 30is invoked using the coded data 32. In one embodiment, the coded data 32is matched to a network profile that best suits the data provided, andcontent resources 42 are selected based on the matched network profile.However, different algorithms may be used to take parameterized or codeddata and convert it into selections. For example, algorithms maycombine, weight or prioritize parametric values in order to identifywhat content resources are best suited for the designated system/networkas a whole, or alternatively for individual users of the network/system,or still further, for different components or types of activities.

Thus, selected content resources 42 may be specific to a user, class ofuser, type of device, or type of user-activity. For example, in webbrowsing activities, the selected content resources may correspond toone or more of (i) ad-links or banners, (ii) dynamic hypertext medialanguage (DHTML) content, (iii) audio/video clips, (iv) email orad-based messages, and/or (v) links to such content. The selectedcontent resources 42 may be signaled to the designated system/network.However, in an alternative implementation, selected content resources 42are signaled or communicated to third-parties that directly orindirectly provide such content to the targeted system after receivingidentification of the content resources. In the latter case, some of thecontent selected for a particular system/network may be known tothird-parties, but the information that resulted in that selection beingmade is not known outside of the designated system or network.

FIG. 2 illustrates a system for delivering targeted media to adesignated set of interconnected devices, under an embodiment of theinvention. A system such as described with FIG. 2 may be used toimplement, for example, with data flow processes such as described withFIG. 1. A portion of the overall network may be provided within thenetwork boundaries of the designated set of interconnected devices(“designated network” 102). The boundaries of the designated network 102is logical, and refers to devices that are under common control orownership, and interconnected to be part of the designated network 102.The boundaries of the designated network 102 may also include resources(e.g. such as programs on one account or profile of a sever or stationthat has many accounts or profiles) that are under the use of thedesignated network 102.

According to an embodiment, the designated network 102 includes acontent requestor 120, a heuristic engine 130, and a profile engine 140.The profile engine 140 may procure or access profile data 142 about auser of the designated network 102 from various sources, includingcomputers 112 (e.g. media center computers, personal digital assistants,cellular devices and smart phones), connected media an media devices(e.g. gaming console or digital video recorder), and a data store ofprofile information 116 (such as those provided or made available by theuser). Profile engine 140 may obtain profile data 142 from these varioussources, and develop one or more profiles about the user of thedesignated network 102.

Profile information 144 relating to developed profiles may becommunicated to the heuristic engine 130. The heuristic engine 130 mayalso receive a heuristic model or model data 146 from an external source148 in order to enable the heuristic engine 130 to use heuristics-baseddeterminations. In one implementation, the heuristics specify rules,conditions and outcomes for parameters and factors that include theprofile information 144. A specific example of the heuristics that canbe used by the heuristic engine 130 include performing a series ofif/then determinations. For example, profile information 1442 may carrydata indicating recent purchases of online music, and the heuristicdeterminations performed by the heuristic engine 130 may determinewhether the user recently purchased music, and if so, what genre ofmusic was purchased. In one embodiment, the heuristic model data 146 mayprovide the specific heuristics that are used to make thedeterminations, based on the profile information 144. In anotherembodiment, the heuristic model data 146 carries information forconfiguring or selecting specific heuristic determination. For example,selecting content resources may include a process in which specificheuristically determined profiles are matched to content resources, andthe model data 146 may specify the heuristics and other information forenabling the profile information 144 to be used for identifying matchingcontent items.

In an embodiment, heuristically based determinations 154 are generatedby the heuristic engine 130 and then communicated to the contentrequestor 120. In one embodiment, the heuristic based determinations 154are an implementation of the determinative data generation process 20 ofFIG. 1. As such, the heuristic determinations 154 may be based on datathat is substantially determinative of what content will eventually beselected for the designated network 102. The content requestor 120receives the heuristic determinations 154 and converts the heuristicdeterminations 154 into a request 122 for content. In the end form, theheuristic determinations 154 may be represented as parameters or otherform of coded data, and the content request 122 is handled and receivedby a server-side content selection system 160.

In one embodiment, the content selection system 160 performs the act ofselecting content resources 162 for the designated network 102.Generally, one or more embodiments provide that the content request 122carries a set of coded data that specifies selection criteria or factors(such as provided by the heuristic determinations 154), and contentselection system 160 decodes the coded data to identify selectioncriteria or profiles. In an embodiment such as shown, the contentselection system 160 includes a content data library 165, and aheuristic/content association data 175. Under one implementation,heuristic/content association data 175 (e.g. a table or index) mayinclude heuristic profile templates that exist on the content selectionsystem 160 prior to the content request 122 specifying any parametric orcoded data. The coded data included with the content request 122 maymatch or fit one or more of the predefined heuristic profiles, andcontent resources associated with those heuristic profile may thenselected for the designated system 102. Thus, while the selection ofcontent resources is made with the content selection system 160, theselection may be preordained by the heuristic determinations 154 made onthe designated system 102.

Under one embodiment, the heuristic model source 148 is included orassociated with the content selection library 165, which also usesheuristic profiles to convert and match parametric data included in therequest 122 with best matching heuristic profiles. Such an embodimentenables heuristic profiles to be developed, then marketed toadvertisers, for example. Heuristic model source 148 may specifyheuristics that determine whether profiles from the designated system102 can match into the desired heuristic profile.

As an example, content selection library 165 may generate a desired ormodel profile, corresponding to a teenage male who likes a specificgenre of music. The heuristics generated and passed to the designatedsystem may serve to determine whether the user of the designated systemis of the sex and age, and whether the user prefers the specific music.For example, a profile store may be accessed to determine the user'sage, which may have been entered during a registration process. The sexof the user may be determined from profiling his web browsingactivities. For example, if a user views sport content, he is morelikely to be male. The genre of his music preference may be identifiedfrom the user's digital music library collection, or informationcontained in the library (such as songs most listened to, ratings,play-lists, and music recently purchased).

Methodology

FIG. 3A and FIG. 3B illustrate basic methods for selecting and enablingselection of targeted content to a designated set of interconnecteddevices, under one or more embodiments of the invention. Methods such asdescribed provide for the procurement of specific and otherwise privateinformation about users of a network or system for purpose of targetingadvertisement and commercial related content to those users. Inparticular, the profile information that is procured is used to selecttargeted content without that information becoming usable in anymeaningful way outside of the designated network or system.

In FIG. 3A, a method is described in which information about the use isprocured and used. In step 310, user behavior and activities aremonitored and recorded. Examples of the type of activities that may bemonitored include: (i) web browsing activities, (ii) media renderingactivities, (iii) channel selection for television, (iv) Digital VideoRecorder (DVR) selections, and (v) online purchases and activities. Webbrowsing activities include, for example, bookmark selection,downloading, and web page viewing. More specific examples of mediarendering activities include music and video playback. Other examples ofmedia rendering activities include play-list selection and editing, andstreaming media reception (e.g. through use of a digital musicalsubscription). Examples of online purchases and activities includetransactions, auction bids, and log-in monitoring of online accounts.

In addition to embodiments provided, numerous other types of informationmay be obtained through inspection of data residing on the designatedsystem or network. For example, such data may be inspected forindication of whether the user is a heavy or moderate digital camerauser, or whether the user captures video recordings, as well as the typeand quality of such images or video. Email activity may be monitored todetermine if the user is a heavy e-mailer, whether the user uses his asmart phone to exchange emails, and how many email accounts the personuses. In addition, the content of the email messages handled by the usermay be analyzed for key words that are useful in targeting content.Similar analysis may be performed on other types of messaging, includinginstant messaging or Short Message Service messaging.

Numerous other types of information may be obtained as a result of step310. Examples of such information include a determination as to servicesand/or applications employed by the user. For example, step 310 mayprovide for monitoring as to whether the user utilizes InternetVoice-Exchange services, such as provided by SKYPE, what onlinephoto-printing service (if any) the user prefers, what online musicservice the user subscribes to or prefers, and what type of portablemedia player the user has.

According to one embodiment, step 310 may be performed at least in partthrough the use of programmatic components and agents that operate inthe background of one or more devices in the set. As such, step 310 maybe performed programmatically, and substantially automatically.

Step 320 provides that profile information is developed based in part onthe recorded information of step 310. Thus, for example, informationobtained from the programmatic monitoring forms at least a portion ofthe overall profile.

In step 330, a programmatic analysis is performed internal to thedesignated set of interconnected devices and resources. For example, theprogrammatic analysis may be performed on a machine or device orresource in the set. The programmatic analysis may analyze informationfrom the created profiles to identify selection criteria and/or factorsthat can subsequently be used to select targeted content from a contentlibrary. The selection criteria/factors may be parameterized or coded,so as to not reveal any meaningful information about the users of theinterconnected set of resources. Furthermore, the selectioncriteria/factors may be encrypted, either when formed or at the time theselection criteria is communicated outside of the interconnected set.

Step 340 provides that targeted media is selected. The selection may beperformed using the selection criteria/factors identified from theanalysis of the preceding step. In one embodiment, coded and encryptedselection criteria/factors are communicated using a secure protocol to aservice that decodes and identifies the selection criteria. Theselection criteria/factors are then used to select content resourcesthat match the selection criteria. In another embodiment, the selectioncriteria/factors can be matched against one or more profiles at the sitewhere the content selection is made. For example, numerous profiles maybe maintained, updated and created at the site or location of contentselection. Each profile may identify a particular advertisement campaignor set of campaigns for one or more benefactors. Under an embodiment,the selection criteria communicated from the designated set may bedeemed to match to one or more profiles, and content resourcescorresponding to advertisement media for each profile may then bedistributed on the designated set of resources.

FIG. 3B illustrates additional steps of performing the programmaticanalysis, according to one or more embodiments of the invention. In FIG.3B, step 372 provides for receipt of a programmatic analysis guide orother resource from an external source. In an embodiment shown with FIG.2, for example, the analysis guide is in the form of a model or templateof heuristics that match to existing heuristic profiles at the contentselection site. In this way, the analysis guide creates analysis anddeterminations that tie in to what the content selection site isanticipating and configured for. Alternatively, the guide may actuallyserve as instructions or determinations that are executed, and updatedperiodically to reflect current interests in targeting advertisement andother content.

In step 374, profile data is obtained from the user or users of the setof interconnected resources. As mentioned, the profile data may beprogrammatically procured, using various resources, including existingdata stores, user-actions, and data residing on computers or otherresources that form part of the set of interconnected resources.

According to an embodiment, step 376 provides that the programmaticanalysis is performed using profile data, representing user activity andbehavior on the set of interconnected resources, and programmaticanalysis as specified, configured or updated by the guide. The result isthe determination of profiles, which can be correlated to existingprofiles at the site or location where content selection is to beperformed.

FIG. 4A illustrates a more specific embodiment for using heuristics andprofile data to select content for a designated set of resources,according to an embodiment. A method such as described with FIG. 4 maybe used with, for example, a system such as described with FIG. 2.Accordingly, reference made to elements of FIG. 2 is made to describe asuitable component or element for performing a step or sub-step beingdescribed.

In step 410, a heuristic data model is downloaded onto the designatedset of resources. In one implementation, the heuristic data model isdownloaded at a period of low user-activity, such as at night time. Theheuristic model data may provide instructions and specification as towhat heuristic operations are to be performed in making programmaticdeterminations based on profile data. In an embodiment such as shown byFIG. 2, the heuristic data model configures or enables the heuristicengine 130 to make determinations based on the use of profile data.

Independently, step 420 provides that one or more profiles of users ofthe interconnected set of resources is built through programmaticmonitoring of activities, and processes to scan for and/or analyzespecific data stores or data existing on the interconnected set.

In step 430, profile data is used to make heuristic determinations aboutthe user. Results of the heuristic determinations may be in the form ofparameters or parameter data sets. Such parameter data sets may becoded, such as through additional encryption or encoding. However, suchform of data includes inherent protection of the user's profileinformation because, among other reasons, (i) it is not understoodunless mapped to the identical heuristic determinations, (ii) theheuristics that generate the parameterized data change, (iii)parameterized values may be the same for more than one heuristicdetermination. Thus, for example, the heuristic engine 130 may outputparameterized data that is inherently coded and represents the resultsof heuristic determinations, as created or updated by heuristic modeldata 146.

Step 440 provides that the parameterized and coded results of thedeterminations made in step 430 is communicated to a site or servicewhere content resources are selected for the designated system ornetwork. The parameterized and coded results may be communicated throughstructuring of a content request query, for example, that includes theparameterized data in an encoded and/or encrypted form.

FIG. 4B illustrates a method performed to select content based on thecommunicated results of the determinations made on the designated systemor network. In step 450, profiles are defined for matching contentresources from an inventory to a particular set of resources. Under oneembodiment, the profiles are pre-defined so as to be existing before thequeries and request for content selection are received. Pre-definedprofiles may be based on the existing content inventory, or on whatcontent resources are to be fielded to users of networks and systemsbeing served.

Step 460 provides that a request or other communication for targetedcontent delivery is received. For example, the content requester 420 maysend a request with parameterized and coded data, corresponding todeterminations made by the heuristic engine 130.

In step 470, the parameterized or coded data that represents theanalysis performed internally within the designated network or system iscompared or matched against the predefined profiles. For example, theparameters of the request that are generated by the heuristic engine 120are compared to predefined profiles. The profiles that are sufficientlysatisfied by the parameters in the request are identified.

In step 480, content resources are identified for the requesting system.These content resources may include content resources that have beenpreviously associated with the predefined profiles that are satisfied bythe parameters contained in the request. Thus, not all content resourcesselected for a particular system are targeted.

According to an embodiment, the identified content resources aresignaled to the requesting system. The content resources may includecontent items for different kinds of devices and communications, Forexample, the content resources may include a packaged media contentand/or media content combined with programmatic attributes for playingback or presenting media and enabling interactions by the user. Suchcontent may be delivered for use with a programmatic resource of auser's computer, such as the user's web browser, media player, or on theuser's desktop. Examples of content resources include files or sets ofdata in which audio, video, images and/or text can be rendered and/orplayed back. More specific examples of content resources include bannerads having text, images, video and/or audio, with links to network siteswhere services and products are offered. Another example of a mediacontent resource includes audio/video commercials and messages, orpresentations that require user-input, such as surveys.

While content resources may be delivered for rendering and use on acomputer, other embodiments contemplate content resources that can beshared or distributed to devices operating multiple platforms, such asmobile cellular communication devices, gaming consoles, or even a DVR.Thus, for example, a media file may be displayed on the user's desktopand on his cellular device, or different files may be rendered on therespective devices.

As an alternative, content resources may be provided in the form oflinks to files. For example, a program executing on the requestingsystem may receive links to content that are targeted for the system,rather than the actual file itself. For example, one or more linkmanagers may execute on a requesting system and operate on differentdevices or resources of that system. A link manager may triggerretrieval of targeted advertisement or other content. For example, alink manager may trigger a web browser to fetch specific filesidentified by the links when the web browser is launched.

Multi-Platform User-Defined Networks

FIG. 5 illustrates the components and functionality of the differentsystems that enable the use and selection of content resources based onuser profile information, without disclosure of the profile informationoutside of the user's system, according to an embodiment. In anembodiment such as shown by FIG. 5, the designated network ofinterconnected resources is a “personal network”, which is described inmore detail with U.S. patent application Ser. No. 10/888,606; theaforementioned application being incorporated by reference herein in itsentirety. A personal network is a set of interconnected devices andresources that can communicate and share data across networks, domains,and platforms. Individual components of a personal network are aware ofother components and their capabilities, particularly when the othercomponents are relevant to that component. However, numerous other kindsof systems may be used. For example, a system such as shown by FIG. 5may correspond to a home network, in which computers, computing devicesand media devices are interconnected with one another to share data andto enable Internet connectivity of different devices. Alternatively, nonetwork is needed, as an embodiment may be implemented on just oneconnected computer, such as a desktop computer or media station.

In an embodiment shown by FIG. 5, the designated network includes amedia station computer 510, a digital video recorder (DVR) 514, a settop box 518 for receiving digital television media (e.g. via satelliteof cable), and a television monitor 522. The devices may beinterconnected through the media station computer 510. In addition, theuser's system may include remotely and intermittently connected devices,such as a cell phone 532 and a remote terminal 536. Such devices maycommunicate with one or more other devices in the user's system througha gateway 538.

Embodiments of the invention provide that the designated network 502 isequipped with components that execute processes for selecting contentitems and for obtaining profile information about the user of thenetwork. Accordingly, the designated network 502 includes a contentselection module (or system) 550, which according to one embodiment andimplementation, may correspond to a combination of the content requestor120 (FIG. 2), and heuristic engine 130 (FIG. 2). The content selectionmodule 550 may also include some or all of the functionality of profileengine 130 (FIG. 2). Additionally, the designated network 502 mayinclude a usage monitor 555, which includes programmatic components andagents for procuring data relating to the user's activities on thedesignated network. This may include observing user actions, inspectingfiles and data entered or used by the user. Specific devices that may bemonitored by the usage monitor 555 include the media station computer512 (or software applications running on the computer), the digitalvideo recorder (DVR) 514, the set top box 518 and even the televisionmonitor 522. The cell phone 532 may also be monitored on occasion, suchas when data is exchanged between the cell phone and the designatednetwork 502. The remote terminal 534 may be monitored in a similarmanner. Additionally, the usage monitor 555 may access a data store 556that stores known information about the user or users of the designatednetwork 502 (provided information 14 of FIG. 1). This information mayalso include user-preferences.

The content selection module 550 uses the information about the contentitems and the profile information to select targeted content items forthe user's system. As described with an embodiment of FIG. 2, forexample, the content selection module 550 may receive programmaticanalysis tools in the form of heuristics and heuristic data models toenable heuristic based determinations to be made from the profile inputs551 of the usage monitor 555. The profile inputs 551 may be used tocreate profiles (such as described with FIG. 2) and to executedeterminative heuristics that yield result-oriented parameters. Theseparameters are used to form content requests 511 of the contentmanagement system 558. As described elsewhere, the content managementsystem 558 decodes the content requests 511 using, for example,heuristic profiles, and selects targeted content items 515 for deliveryto the designated network 502. In an embodiment shown, the contentmanagement system 558 includes a content or media library that itmanages.

The content selection module 550 may yield different content items andresources make for different devices. For example, the content selectionmodule 550 may identify content items corresponding to televisioncommercials for when the television is used. At the same time, thecontent selection module 550 may select web-based advertisement for useon the media station, particularly when the web browser is in operation.

According to an embodiment, delivered content items 515 may bedistributed to one or more devices of the system. In one embodiment, allcontent items are made accessible to a content distribution component565. The content distribution component 565 distributes the content toall or select devices. In one embodiment, the content distributioncomponent 565 can reformat content items 515 for different platforms anddevice capabilities (e.g. screen resolution, audio capabilities,available bandwidth), as well as device-specific applications. Deviceson different platforms sometimes use different components to perform thesame functionality. Thus, if a particular content item 515 is a banneradvertisement or other web-based content, the content distributioncomponent 565 may format or configure the content item 515 for displayon each of the media station and the cellular device. Each of thesedevices may employ different web browsers, suited for the particularplatform and capabilities of the respected devices. Thus, according toone embodiment, the content distribution component 565 may format theparticular content item for use on each platform, device form-factor(including screen resolution) and pertinent application. When multipledevices are contemplated, the content distribution component 565 may beconfigured to identify what devices are to receive particular contentitems, and also to ensure the received content items are properlyformatted. Furthermore, the content distribution module 565 may beconfigured to ensure the content items 515 are actually delivered to thepertinent devices of the user.

Still further, the content distribution component 565 may be absent fromthe designated network 502, are not used on occasion. Rather, links andidentifiers of content items may be communicated directly or indirectlyto content providers (e.g., third party providers), who then arrange tohave the particular content item provided to a corresponding device ofthe user. For example, a content provider of the DVR 514 may communicateto that device and provide the content items that correspond to thatdevice.

Remote or roaming devices, such as cell phone 532 and remote terminal536 may be treated in different ways. In one embodiment, such devicesare ignored. Alternatively, they may be used for one or both ofdispatching selected content items, retrieving profile information,and/or monitoring user activity. The gateway 538 may be monitored indetermining profile information.

Alternative Embodiments

While embodiments described above provide for content resources to bedelivered to a requesting system, alternative embodiments may returndata that enables targeted content delivery form other sources. Forexample, the content selection system 160 (FIG. 1) may generate cookiesare other data structures that are accessible through the user's webbrowser or media player. The cookies may have a certain code thatindicates delivery of specific web content or advertisements when theuser browsers a designated network location or site.

Furthermore, while embodiments described above provide for the act ofselecting content resources and items to be performed offsite from theuser's network or system, an alternative implementation may provide forcontent selection to take place within the user's system or network. Thefollowing usage examples illustrate different examples and embodimentsof a system in which content selection is performed within theboundaries of the user's network.

Example: A program or other component may be installed on a connectedcomputer system operated in a closed environment, such as in a home orwithin a local area network. The program gathers profile informationfrom activities of the user, data and files stored by the user, and/orinformation provided by the user. The home computer is also provided acontent library that is regularly updated. The installed program on thecomputer uses information about the content items in the library and theprofile information to select content items that are likely of interest,or at least suited for the user. The installed program then retrievescontent items from the locally stored library and renders the contentitems on the user's computer system, and perhaps other componentsconnected to the computer, such as the user's personal digital assistant(PDA), or cell phone. At no point does the profile information leave thecomputer on which the profile information was collected. The onlycommunication to the user's closed system are to update the contentitems for the content library.

Example: The example provided above may be altered so that the user isprovided a data store with information about content items. The actualcontent items may be left off the user's local system until they areselected. The information about the content items may then be used inconnection with profile information to select targeted content items forthe user. Once selected, those content items may be made available forrendering to the different devices in the user's system.

Example: The examples provided above may be further altered so that theinstalled program on the user's closed system queries (or send anotherform of outgoing communication) for either some or all of the contentitems or the information about the content items. The queries of theprogram may be configured based on profile information. But the outgoingcommunication does not reveal any of the profile information to anysource or entity outside of the user's system or network. Informationabout content items may be returned as a result of the query, and thisinformation is then used to select content items in connection with theprofile information.

Furthermore, while embodiments such as described with FIG. 2 andelsewhere use heuristics, other embodiments may use alternativeinformation and determinative processes. Under one alternativeembodiment, a designated system or network of a user may incorporate anduse knowledge, which may be in the form of instructions and/orinformation, scripts and programs. The knowledge may act as a guide forthe designated system or network. Examples of how the knowledge may beused include anyone or more of the following: (i) aid in determiningwhat profile information to use or value when selecting content items,(ii) aid in determining what content items that may match the profileinformation are of greater value, (iii) instruct the designated systemon what profile information to monitor, collect or use in the future. Inone embodiment, the knowledge may be generated in connection withupdates to the content library from which content items are madeavailable to users.

Example: With respect to any of the examples provided above, the mannerin which the installed program selects content items may be configuredor subject to external influence from knowledge provided by the service.For example, the knowledge may include instructions that the programuses to value certain profile information over other information, orcertain content items over other items, when inspecting thecharacteristics and attributes of content items to determine if there isa match or satisfaction between a content item and a given profile. Inthe context of advertisement and promotional media valuation of profileinformation and content items may be based on inventory.

Example: With respect to any of the examples provided above, theknowledge may inform and/or instruct the installed program as to whatprofile information should be collected, and how the collected profileinformation may be used. For example, the knowledge may provideheuristics that specify what profile information should be used orcollected, and what processes/queries should be performed to selectcontent items.

CONCLUSION

Although illustrative embodiments of the invention have been describedin detail herein with reference to the accompanying drawings, it is tobe understood that the invention is not limited to those preciseembodiments. As such, many modifications and variations will be apparentto practitioners skilled in this art. Accordingly, it is intended thatthe scope of the invention be defined by the following claims and theirequivalents. Furthermore, it is contemplated that a particular featuredescribed either individually or as part of an embodiment can becombined with other individually described features, or parts of otherembodiments, even if the other features and embodiments make nomentioned of the particular feature. This, the absence of describingcombinations should not preclude the inventor from claiming rights tosuch combinations.

What is claimed is:
 1. A method for providing targeted content to adesignated set of one or more interconnected computing resources, themethod comprising: executing programmatic operations using resourcesthat are private to the one or more connected devices, the executedoperations including: monitoring activities of one or more users of thedesignated set; developing profile information of the one or more users,wherein the profile information is based at least in part on informationdetermined from monitoring activities of the one or more users;generating, from the profile information, a set of coded data thatrepresent selection criteria; communicating the set of coded data to aprogrammatic source external to the system, wherein when decoded, therepresented selection criteria enables programmatic selection of contentresources from a content library for the system.